If you're not at POSSIBLE Miami this week, your social feed is probably making you feel pretty bad about it. The Fontainebleau is crawling with advertising illuminati trying to figure out what's next, and for good reason.
Between Gary Vaynerchuk torching paid social strategy and the NFL revealing how they dragged themselves from the bottom to the top of brand perception rankings, there's actual substance behind the parties and cocktail networking.
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Gary V isn't exactly known for...subtlety. But his session at POSSIBLE might have delivered what brands need.
While most marketers are dumping obscene budgets into paid social distribution, Gary made the case that we've been using "working media dollars to disguise bad creative" for decades.
Now that strategy is falling apart.
His argument? Organic social is "the most important channel in marketing today," and brands like Chili's and Abercrombie & Fitch are proving it with measurable sales boosts among young consumers.
The uncomfortable bits are what agencies don't want to hear: if your content isn't good enough to perform organically, throwing paid dollars at it won't save you.
Takeaways your agency hates
For once, Gary actually came with some more detailed reccos, including:
